Zhong Guo Qing Nian Bao·2025-05-23 08:03Core Viewpoint - The current MPV market is characterized by a focus on commercial use rather than family use, which needs to change. The new Wei brand model, Gao Shan, aims to be the first luxury MPV designed for families [2][3]. Group 1: Market Trends and Changes - The MPV market is undergoing unexpected changes as it officially enters the "family era," with a focus on meeting the travel needs of families [2]. - Long-term demographic changes, such as the three-child policy and multi-generational living, create a demand for MPVs that cater to family travel [2]. Group 2: Product Launch and Features - The Wei brand Gao Shan launched two models, Gao Shan 8 and Gao Shan 9, with official prices set at 309,800 yuan and 353,800 yuan respectively [2]. - The Gao Shan models emphasize five key value scenarios: a tasteful home, a comfortable home, a safe home, an intelligent home, and a healthy home [3]. Group 3: Sales Performance and Market Reception - Since the pre-sale began on April 21, 2023, Gao Shan has received over 18,000 orders, and 327 test drive vehicles have accumulated 34,000 test drives covering over 580,000 kilometers [5]. - The strong demand for quality family travel solutions is validated by the market's recognition of the Gao Shan model [5]. Group 4: Technical Specifications and Innovations - The Gao Shan is built on a pioneering dedicated platform for new energy MPVs, allowing for flexible space layouts and smooth handling [5]. - The vehicle features a high-strength cage structure with 81.96% high-strength steel, ensuring safety, and includes advanced technology such as the Coffee OS 3.2 system [5]. Group 5: Market Challenges - The MPV market has seen a decline in annual sales from 2 million to 1 million units over the past eight years, with market share dropping from 8% to 5% [6]. - Companies need to consider differentiation strategies when launching new MPV products to stand out in a competitive market [6].